Now showing items 10-18 of 18

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    The Impact of Transformation Expectations on Conspicuous Consumption: A Cross-Cultural Comparison 

    Amonrat Thoumrungroje; Pattana Boonchoo (2015-02)

    Building upon the expectation states theory (EST), we propose a cross-cultural conceptual model to investigate the relationships between five underlying dimensions of transformation expectations and conspicuous consumption. We advocate that (a) consumers who believe they can transform themselves in various aspects through product consumption are more likely to engage in conspicuous consumption, and (b) the relationships between transformation expectations and conspicuous consumption vary across cultures. The delineation of relationships proposed ...
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    An Implementation of Online Marketing in Movie Theatre: A Case Study in Thailand 

    Nitipan Ratanasawadwat (2016-01)

    Movie theaters in Thailand have been expanded their ticket selling channels from offline to online. Therefore, customers can purchase movie tickets via online (website and mobile application). Some customers do not want to wait in a long queue. Some of them would like to make sure that when they arrive the movie theatre they are able to see the movie on the schedule time as they planned. Therefore, they decided to make reservation as well as purchase the tickets via online. This paper, therefore, is developed to be a practitioner-oriented ...
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    The Influence of Game Addiction and Internet Addiction among University Students on Depression Stress and Anxiety Mediated by Self-regulation and Social Support 

    Varma, Parvathy (2015-10)

    The present study investigated the direct and indirect influences of Internet and online game addiction on the levels of depression, anxiety, and stress mediated by self-regulation and social support among students of a private university in Thailand. The study’s sample consisted of 380 students of whom (218 females and 162 males) from a private university. Results from the path analysis indicated that the respondents’ level of game addiction and internet addiction had both direct and indirect influences on their levels of depression, anxiety, ...
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    Loyalty in Department Store Online Shopping 

    Nitipan Ratanasawadwat (2015-01)

    The purpose of this paper is to explore knowledge about the influences of e-service quality and technology acceptance model (TAM) on e-satisfaction, loyalty, and online purchase intention in online department store in Bangkok, Thailand. The online model was developed based on e-service quality and TAM. A self-administered questionnaire was employed to collect data from customers who had used and purchased products via online department store outlets. The data were collected from the respondents in Bangkok area during March 2014. 200 completed ...
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    Measuring Player's Perceptions of Mobile Games from Gameplay Data -- A Case Study from Mobile Game Offerings from Playlab 

    Pisal Setthawong; Saranpat Thanadsornsarn (2016-01)

    In measuring player’s perception of computer games, there are many approaches that could be utilized. The usage of questionnaires, player observation, abstract models, and other approaches have been utilized over the years in this problem domain. Though the traditional approaches have been used quite effectively, there is room for improvement. Due to better Internet infrastructure, many players are online which allows game developers to develop games that can collect gameplay data. With this gameplay data, it is possible to analyze the gameplay ...
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    Over-investment and Free Cash Flow: Evidence from Thailand 

    Nopphon Tangjitprom (2015-04)

    This paper examines whether there is a relation between over-investment and free cash flow. In perfect capital market, it is expected that investment decision should not be influenced by the level of cash flow. However, the free cash flow hypothesis predicts that firms with higher free cash flow will be vulnerable to the agency problem like over-investment. Using the data from listed firms in the Stock Exchange of Thailand during 2001-2013, the result indicates that there is a positive relation between over-investment and free cash flow. ...
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    The possibility of applying the philosophy of sufficiency economy in organizational purchasing 

    Suppasit Sornsri (2016-12)

    The main objective of this research is to explore the possibility of applying the Sufficiency Economy Philosophy in purchasing of the organizations. The Sufficiency Economy Philosophy is initiated by His Majesty the King Bhumibol Adulyadej of Thailand. The philosophy reflecting the principle of Thai culture is a method of development on the three foundations of moderation, reasonableness, and self-immunity. These three bases are performed with the provision of knowledge and integrity as well as the intelligence and perseverance leading to the ...
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    Security Concerns in Cloud Computing for Knowledge Management Systems 

    Thanyatida Gunadham; Pramote Kuacharoen (2016)

    This study discusses major security issues and concerns related to cloud computing environment in regard to knowledge management system processes such as knowledge creation, refining, storing, sharing, and utilization. This study uses the exploratory approach to address major security concerns and whether they need consideration for each knowledge management process. The result of this study reveals main cloud computing security concerns such as data security and confidentiality issues, access controls, data loss or leakage prevention, ...